Us Sweepstakes Capabilities Overview 11.2.09


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Us Sweepstakes Capabilities Overview 11.2.09

  2. 2. 2 Who We Are
  3. 3. Laughton Marketing Communications, Inc. 3  US Sweepstakes & Fulfillment Co./A Laughton Marketing Communications Enterprise  Over 25 years experience – Industry Knowledge & State of Art  Seasoned Staff – Sales Promotion, Marketing, Account Service, IT, HR/Finance  Sweepstakes, Contests, Rebates, Games of Chance, Insured Programs  National Fortune 500 Clients  Automotive, Supermarket, Alcoholic Beverages, Financial Services, Fast Food, Magazine Publications, Supermarkets, Consumer Package Goods, Entertainment, Pharmaceutical, B2B, B2C  Doug Laughton – Owner/President  1975 - VP Blair/BBDO – Full Service Advertising Agency  1983 – Founded Laughton Promotional Marketing  1988 - Founded Laughton Marketing Communications, Inc.  2003 – Founded US Sweepstakes & Fulfillment Co.  2004 – Web Development Partnership Grip Media  Barbara Laughton – Managing Partner/Vice President  1987 – University of Rochester, VP Marketing & Public Affairs  1995 – McCann Erickson WorldGroup/IPG - VP/Account Services & Marketing  2007 – LMC/US Sweepstakes – VP Client/Services & Marketing  2008 – LMC/US Sweepstakes – Managing Partner/VP Client Services
  4. 4. LMC/US Sweepstakes & Fulfillment Co. 4  Doug Laughton - President  Barbara Laughton - Managing Partner/VP Client Services  Aaron Steve - Director of Account & Technical Services  Tammy Truax – Director of Finance & Human Resources  Pascal Sureau - VP Client Services & Alliances  Dan DeFelippi - Director of Web Development  Ann Holstrom – Account Supervisor  Lisa Smith – Senior Account Executive  Lee Pfeil – Web Lead Designer  Seth Whitaker – Web Developer  Nicole Welshhons – Account Coordinator  Kathy Behringer – Administrative Assistant
  5. 5. 5 What We Do
  6. 6. Sweepstakes & Contest Administration 6  Promotional & Tactical Ideas  Procuring Affidavits of  Legal Advice and Counsel Eligibility & Publicity/Liability Release  Writing of Official Rules  Procuring/Warehousing/  Procuring Surety Bonds Fulfillment of prizes  State Registrations/Filings  Creating/Distributing Winners  Providing PO Boxes/"Mail-to“ Lists Addresses  Indemnification - $5 Million  Online Hosting/Interactive Liability & Errors & Omissions Services/Creative Design  Issuance of IRS 1099 forms  Contingency Insurance  Data Entry  Winner Selection/Confirmation  Rebates
  7. 7. Promotions & Rebates 7 Promotions Rebates  Grand Openings  Dedicated Program Manager  New Product Launches  Rules Development  Traffic Builders to Retail  Legal Compliance  Traffic Builders to Websites  Data Analysis  Database Marketing  Indemnification  Surveys  Financial Management  Merchandising  Implementation & Setup  In-store merchandising  Claim Receipt/Verification programs  Data Entry/Storage  Premium Incentives  Check Stock/Pressure Seal  Couponing Programs  Customer  Tie-in’s & Cross Promotions Service/Compliance  File Uploads/Reports
  8. 8. 8 Web Development Online Sweeps Capabilities
  9. 9. Web Development 9 Services & Capabilities Project Examples  Custom Web applications  Equipment Online Configurator  Online Sweepstakes  Custom business applications  Online Store  Database-driven Web sites  Database-driven Web sites  Web portals (online sweepstakes and  Ticket Sales and Management registrations - ticketing)  Registration Portals  Website Design  Content Management System  E-commerce  Enterprise Resource Planning  CRM System  Custom database applications  Online Quote System  Data Analysis & Metrics  Inventory Management  Backend Administration  Student Tracking/Assessment  Games  Educational Software  Front Ends to GIS  Hotel Online Reservation Interface  Modeling Software
  10. 10. Online Sweepstakes Development 10  Creative Design  Database - Data  Programming collection/manipulation  Send-a-friend, referral links,  Hosting bonus entries for referrals,  24/7 Admin to track all public voting, RSS feed, viral aspects of a sweepstakes or mini-games, widgets, email contest campaigns, and social  24/7 admin to track progress, networking site integration monitor prize distribution, and submission. grade contest entries, export  Event Sweepstakes database, check stats and  Run on-site during special much more... events such as concerts,  Traffic stats report trade shows, retail promotions  Outbound broadcast e-mails or sporting events  Viral marketing
  11. 11. US Sweepstakes Online Tool - Enhanced Features 11  Automatically changes content  Before start time  After end time  Sends friendly error messages  Limits total number of entries  Returning entry without re-entering everything  Entry or Pin Codes for Log-in  Vanity URLs, Custom Domains  Flexibility  New features can be built on request  Rapid deployments of updates  Instant-Wins
  12. 12. Server Configuration and Security 12  Tier 1 data center  Segmented network  24/7 guard, biometrics, mantrap  Dedicated switch  Redundant power and AC  Hardware firewall  Commodity servers  Software firewall  Faster deployment and replacement  Controlled system access  Limited physical access to servers  Sys admins have full server access  Locked cabinet  Developers have limited access  Limited personal allowed access  Physical audits performed regularly  Low resource utilization  Quarterly security scans by McAfee to maintain PCI DSS compliance  Live monitoring  Automatic notification of service  Daily backup downtime  Onsite backup to SAN and tapes  Daily log review for any suspicious activity  Offsite backups to Iron Mountain  Hardware load balancing  Time Inc. Information Security Questionnaire for Outside Companies available with additional details
  13. 13. Data Security and Fraud Prevention 13  SSL Encryption  Database files are encrypted on the server  Data transfer always encrypted  Download from web control panel (SSL)  Never sent through email  Data is stored separately for each promotion  Admin features provided on an as-needed basis  CAPTCHA & CAPTCHA alternatives  Advanced fraud tracking and prevention  Active monitoring for anomalies  Removal of PII after set period of time
  14. 14. COPPA Compliance 14  Different entry forms based on age  Under 13  DOB, parent's email, nickname  Under 18 from ME  18 and over  Standard entry form  Send parent notification email  Parent can block their child from promotion  Blocking entry to children under minimum age  Cookies harm experience on shared computers  Block by email used instead
  15. 15. 15 Who We Do It For
  16. 16. AAA AOL US Sweepstakes Client Experience Dum-Dum Pops Family Dollar (P&G) Nioxin Shutterfly Nestle Six Flags Alberto-Culver (VO5) Fed Ex Nickelodeon (Viacom) Southern Living Adventure Golf Food Lion Novamex Southern Living All American Pet Food Food Network OC Post Spike TV (Viacom) 16 American Express Orlando Visitor's Bureau Spy Master Games Andy Capp Snacks Frontier Communications OshKosh Stella Artois Arbor Mist Wines General Motors OurPets Stein Mart Stores Audubon Magazine Golln Harris Paramount Home Entertainment Subway ARC Worldwide Graybar Electric Parker-Hannifin Sunset AVA Living Heilman's Old Style Beer PBS Tastykake Auto Zone Herbal Essences Pelco Security Systems Tequila Rose Bakers Shoes Hoover Pemmican Beef Jerky The Dohring Company BI-LO I.E. DuPont (Tyvek) Pendaflex Time Inc. Baby (Div. J&J) InBev (Labatt Beer) Pocono Raceway Tourism Tasmania Boots Retail ING Direct Pontiac Tracker Marine Birds Eye Foods IHOP People Magazine Trek Bikes Buick JC Penney President’s Cheese TRIS3CT BMW Motorcycles Kodak Prime Retail Outlets Valero Energy Canmark Technology Kohl's Dept. Stores Quark Veg-All Carters McDonald’s Raymour & Flanigan Furniture VH-1 (Viacom) CA Travel & Tourism Labatt USA Real Simple Wendy's Chattam (pHisoderm) Lennox Industries Rhino Linings Wheatley & Timmons Christopher Bean Coffee Little Debbie Rainforest Café Whole Foods Markets Circle One Lowenbrau Rustoleum Xerox Clearwater Seafoods Marc USA Rite-Aid ZooToo Coastal Living McDonald’s Safeco Cooking Light McMillan Study Guides Sapporo Beer Cooper Vision Seneca Foods Corning, Inc. Sharpie Darien Lake Theme Park Mobile Messenger Dodge Nationwide Insurance
  17. 17. TRIS3CT - President’s Cheese Grilling Party 17
  18. 18. TRIS3CT - President’s Cheese Grilling Party 18
  19. 19. TRIS3CT - President’s Cheese Party 19
  20. 20. TRIS3CT - President’s Cheese Party 20
  21. 21. TRIS3CT - Schlitz “Gusto” 21
  22. 22. TRIS3CT - Schlitz “Gusto” 22
  23. 23. 23 Incentive Industry
  24. 24. Incentive Industry Today 24
  25. 25. 25 Promotions 2.0
  26. 26. Promotions 2.0 – The Second Generation 26  Promotional sweeps, games and contests – no longer marginal add-ons.  Have become core to the marketing mix and are increasingly being utilized by companies not only to drive traffic to their Web sites but also to build their brands.  Marketers have to learn about their customers. The old enter-and-win promotions no longer cut it in the age of relationship marketing.  Sweepstakes have become the new “audience development” tool.
  27. 27. Promotions 2.0 – The Second Generation 27  Just look at some of the latest innovative promotions:  Doritos executed its second annual Crash the Super Bowl Contest, resulting in a 60-second ad that consisted of a consumer-generated music video.  Pepsi launched its biggest promotion ever with a Justin Timberlake advertisement promoting its new Pepsi Stuff loyalty program.  Unilever's Sunsilk hair care brand kicked off its Life Can't Wait consumer-generated contest promotion featuring Madonna, Shakira and Marilyn Monroe.  P&G's Tide brand created a My Talking Stain promotional microsite that invites consumers to submit their own stain ad and enter an instant win game.
  28. 28. Promotions 2.0 – The Second Generation 28  The days of mass audience prizing are over. Consumers now want targeted brand/lifestyle experiences.  Online sweepstakes, user-generated contests and instant-win games. These drive brand engagement, and as a result create definitive and measurable results.  Want to motivate people on the Internet? Then offer them interactive promotions like these.
  29. 29. Interactive Content 29  Games  Optional, not part of promotion  Integrated (e.g. Instant-Win)  Videos  Ad spots and promos  Movie trailers / previews  User voting/rating  Comments and feedback
  30. 30. Interactive – Little Debbie 30
  31. 31. Interactive Content – McDonald’s 31
  32. 32. Interactive Content – McDonald’s 32
  33. 33. Interactive Content – McDonald’s 33
  34. 34. Interactive Content – McDonald’s 34
  35. 35. 35 Consumer Motivation & Participation
  36. 36. Why Sweepstakes? 36  Relationship Marketing:  Consumer Motivation:  Sweepstakes are simple  Hundreds of thousands of promotions that can resonate contacts can be garnered and with your target. Given current can now be used for future, economic climate, consumers cost-effective, one-to-one, are more actively looking for brand-to-consumer dialogue promotions offering a chance at winning items of interest — which is typically the end- that are free. goal of any sweepstakes.  Lifestyle Marketing:  Cost Effective:  Thinking strategically about  Results can be attained at a the target audience and their lifestyles, and giving that fraction of the cost and time it audience opportunities to win, takes to generate the quantity can result in successful, cost- and quality of consumer effective incentive campaigns. brand interaction used with traditional media and methods.
  37. 37. What About Prizes? 37  Prizes must align with consumer’s interest.  The more a giveaway item aligns with the target audience's interests and the more directly it ties to the consumption of the brand, the greater the participation.  Prize must be relevant and interesting.  Developing a prize that is both relevant and interesting to the audience is critical in generating maximum participation.
  38. 38. Prize & Sweeps Frequency? 38  Multiple Prizes and Multiple Sweeps  It's the dangling carrot — the incentive that motivates a consumer to take an action.  With tight budgets, you can offer a handful of “baby carrots” rather than one large carrot.  Instead of investing in one grand prize for one winner for a new promotion — like $1 million, one big trip or a new car — you can offer a handful of smaller giveaways to a greater number of winners.  Websites – opportunity to host multiple sweeps at the same time and at multiple levels with different frequency – daily, weekly, monthly, annually.
  39. 39. InStyle Weddings – Spring “Diamond Giveaways” Multi-Prize and Weekly Frequency 39  Perfect example of Lifestyle Marketing that can engage the bridal market and appeal to InStyle’s “Invaluable Enthusiast” Target as well. Cross- promoted on both and  Prize Appeal – Brides, Diamonds and Glamour – Align prize to consumer’s interest.  Multi-prize tiered sweepstakes for Spring and Fall bridal market with weekly winners – high frequency and motivation to return to the site each week and re-enter.  Drive traffic back to site and drive traffic within site to increase page views and stay longer.  Total Entries: Over 175,000 - 60 days  Total Unique Visitors: Over 20,000 – 60 days
  40. 40. Instant-Win Game – Bed Bath & Beyond 40 The "Bed Bath and Beyond Take a Spin Game and Sweepstakes" was developed for This Promotion consisted of forty-three daily "instant win" and six weekly prize winners. Entrants had to spin the slot machine and receive three of a kind to be deemed a winner. Demo: http://www.ideal m/demo/sweeps /spinandwin/
  41. 41. Instant-Win Game – Collections Etc. Catalogue 41 The Collections Etc. Bruce's Jolly Jackpot Sweepstakes was part of the online and catalogue retailer's holiday promotion featuring the brand's cartoon mascot, Bruce. Entrants played a spin-to-win style instant-win game and received coupons and notifications via email immediately upon entry. The promotion awarded a Grand Prize of $2,500 and coupons and discounts to the Sponsor's online store. Over 75,000 entries. Demo: http://demo.idealswe kpot/
  42. 42. What Works? 42  Consumers are more likely to sign up for a sweepstakes or contest if they feel their chances of winning are enhanced.  The “Wow! I could really win this” factor, is truly a powerful motivator.  Creating a positive brand experience is beneficial with more than one winner.  By selecting 50 people to win $1,000 versus one person to win $50,000, marketers are able to build an army of loyal brand ambassadors who will continue to promote the brand.  People love winning free stuff — Period! — and that's true in any economic climate.  Consumers are paying more attention, and even the smaller prizes are generating a great deal of interest.  Capitalizing on smaller, lower-value items allows you to imprint your logo or message, which permanently reinforces consumer loyalty and provides a little more “bang for your buck.”
  43. 43. Video Driven & Interactive – Pontiac & Alberto Culver 43
  44. 44. Sweepstakes with SMS (text) integration - Tastykake 44 The Tastykake Eagles Football Promotion is an ongoing effort to increase brand awareness among its target audience in the mid-Atlantic states. The Sweepstakes features an interface that allows text messaging (SMS) and online entries. The Sweepstakes offered weekly prizes of ticket packages to Philadelphia Eagles home games and a Grand Prize of 2009 Season Tickets to the Philadelphia Eagles. Demo: http://demo.idealsw ykake/eagles08/
  45. 45. Viral Mini-Games 45 Viral Mini-Games are perfect for spreading your offer in a fun and engaging way as friends distribute the game to each others. Your brand and message can be part of the game play so it becomes something users interact with and remember. Mechanisms are built in to allow people to easily pass it onto others.
  46. 46. Social Media Integration 46  Send to a friend  Minisite with blogs  Social media services  Share links  Facebook app  Twitter  Widget  Display entry form on any website  Only a few lines of code
  47. 47. Contests & User-Generated Content 47  Essays  Uploads  Media (images, videos, audio)  Documents (DOC, PDF, text)  Anything!  Media gallery and video player  Judging done through management panel in database  View contest essay without PII  Grading
  48. 48. User Generated Content “Schick” 48  User-generated content (UGC) Contest refers to various kinds of media content that are produced by end-users and submitted into a contest. SHICK's Transform into Wolverine User Generated Content Contest includes video upload, video management admin and grading tool.
  49. 49. Referrals 49 Bonus Entries Referral Links This gives incentives to your sweeps Referral Links are special links that track entrants to refer others. Now you can all registrations to the referrer, allowing leverage your Send-A-Friend by them to receive additional entries, providing a referral mechanism that is coupons, or other bonuses. A referral link easy for visitors to use. You can decide can be posted anywhere such as email how many bonus entries each referrer signatures, chat forum profiles, or social will be entitled to receive. networking sites.
  50. 50. Send-A-Friend 50 Send-A-Fiend is a tool that allows visitors to share with others info on your sweeps just with the click of a button. One friend tells another, who tells another, who tells another…
  51. 51. Email Campaigns 51 Email can have a powerful viral component. Take the opportunity of a registration email to promote your website or products. Include a referral link and encourage entrants to forward the email to friends. By running a reminder email campaign you can periodically encourage previous entrants to comeback.
  52. 52. Time Inc. Promotions – Advertiser Tie-Ins 52
  53. 53. Consumer Engagement – Uploading Recipes Cooking Light “Ultimate Recipe Contest” 53 The Cooking Light Ultimate Recipe Contest is an annual contest conducted by Cooking Light Magazine. USSweeps is handling all administrative and legal compliance services. We also provided design, development, hosting, and data collection with a specialized grading tool for the contest. The data collection administration section includes the entry grading tool which has a searching and sorting capability. When Time Inc. requested a specialized list of entrants to assist with grading, USSweeps delivered by providing an easy to read, comprehensive list of entrants sorted by recipe category and in a word format document, easily accessible to them via web on a daily basis. cookinglight_recipe/
  54. 54. Real Simple "Lindt Simple Indulgence" Sweepstakes “Push Trial” – Advertiser Product 54 The Real Simple “Lindt Simple Indulgence” Sweepstakes is both an online (at and retail store (hard copy) sweepstakes. It has multi-level advertising support and prize packages, with an enticing product message. It’s an excellent example of a magazine/advertiser tie-in that enhances the Real Simple brand while pushing product trial of the various Lindt chocolate assortments. US Sweepstakes is responsible for all sweepstakes administration, legal compliance, promotion materials review and prize fulfillment. It’s an interesting mix of a significant grand prize (a year’s worth of chocolate), daily winners and bonus retailer prizes. Promotional support materials included an FSI with a magazine subscription offer as well as a header card, tear-off pad and magazine advertorial. eps/docs/lindt/index.htm
  55. 55. Advertising and Promotional Support Materials Real Simple “Lindt Simple Indulgence” Sweepstakes 55
  56. 56. Online Sweeps Events – Essence & Darien Lake Interactive Kiosks On-Site 56
  57. 57. Imagination Farms – Disney Interactive & Educational 57
  58. 58. Trade Promotions - DuPont & Parker Hannifin 58
  59. 59. Tourism - Australia 59
  60. 60. Sports Marketing 60
  61. 61. Theme Parks – Camelot Park/Hard Rock/SeaWorld 61
  62. 62. Sweepstakes 2009 62  National Exposure: Promoting a particular product through a free drawing can bring nationwide, or even world-wide exposure through the wonder of the world wide web.  Increase Business/Traffic to Web Pages: Online Sweepstakes can be a boon to business and increase web page traffic, length of stay on your site and ability to get readers to “sign up” for more newsletters and messages.  Industry Wide: Unique form of Advertising : Used to support traditional consumer products (e.g. cars, food etc.) and non-traditional (e.g. drugs, surveys, etc.).  Audience: Covers breadth and depth of the advertising spectrum, with people from key demos/target groups gaining exposure to products and services.  Cost-Effective: Project cost, fulfillment – all upfront costs that are far less than traditional banner and print advertising to support a promotion.  Cross Promotion and Referrals: Refer a Friend – Passes on to countless others; sweepstaking networks" are comprised not only of those who love to win prizes, they are also valuable consumers who are gaining exposure to new products and services each and every week, thus broadening the consumer base for a business.  Interaction with Consumers: Ongoing opportunity to dialogue in variety of ways – Mobile Text Messaging, User Generated Content, Social Networking, RSS Feeds